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Elevating Alfa's health insurance options by leading with empathy.

Overview

Alfa's health insurance team insures thousands of customers throughout Alabama. The team had struggled to generate online leads with their visually outdated and overloaded landing page.

I led a small team tasked with redesigning the Alfa Health landing page before the Alabama open enrollment window started in October.

Constraints & Considerations

My Role

UX Designer

Visual Designer

Timeline

Aug 2020 - Oct 2020 2 Design sprints 2 Developer sprints

Status

🚀 Launched

Team

1 Designer (me! 👋) 1 Content manager 1 Marketing specialist 1 Front-end developer

Before & after views of Alfa's Health Landing Page with notes based on customer & designer feedback

Before & after views of Alfa's Health Landing Page with notes based on customer & designer feedback


How did we get there?

Start with why

I wanted to lead with empathy and understand what users are thinking when they land on Alfa's health page. I interviewed the key stakeholder, our VP of Health, to better understand why users would need Alfa Health.

<aside> ❔ Why would someone be looking for health insurance?

</aside>

<aside> 💬 - Recently lost their job

</aside>

<aside> ❔ Why would someone choose Alfa over marketplace insurance?

</aside>

<aside> 💬 - Personalized help

</aside>

<aside> ❔ What is the most important information a user needs when deciding on health insurance plans?

</aside>

<aside> 💬 - Premium & Deductible range

</aside>

⛵️ Setting sail towards a solution

I ran a Lightning Decision Jam workshop with the project team and stakeholders to evaluate the current landing page, establish How Might We? statements, and ideate solutions.

The Miro board from our Alfa Health Lightning Decision Jam workshop

The Miro board from our Alfa Health Lightning Decision Jam workshop

Pain Points

<aside> ❗ Health insurance is difficult to shop for with excess jargon and assumed knowledge.

</aside>

<aside> ❗ The existing page shows too much information with no context or advice

</aside>

<aside> ❗ Tax credits are a huge benefit for users, but are hidden on the current page

</aside>

Our How might we? statements:

<aside> 🤔 How might we simplify the way plans are presented?

</aside>

<aside> 🤔 How might we create more visual interest?

</aside>

<aside> 🤔 How might we refocus the call to action to best serve the user?

</aside>

<aside> 🤔 How might we inform users about possible tax credits?

</aside>

Goals

<aside> 1️⃣ Educate users on confusing health insurance terms and concepts

</aside>

<aside> 2️⃣ Highlight plans in an simple to understand format

</aside>

<aside> 3️⃣ Optimize the landing page for conversion with a focused call to action

</aside>


Ideating Solutions

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